Alyson Hogg, the founder of Vita Liberata, has reclaimed her tanning and body makeup brand, resuming her position as CEO after re-acquiring the brand in 2024. 

The brand continues to focus on innovation that offers a safe and luxurious alternative to sun exposure with sleek new packaging and revolutionary organic formulas designed to nourish and care for the skin.

The rebrand introduces refined, luxurious packaging and newly enhanced formulations with natural and certified organic ingredients, delivering gentle, skin-caring formulas that hydrate and nourish skin while you tan.

In 2025, Vita Liberata will also prioritize innovation in tanning tools, ensuring consumers experience flawless application. 

New, expertly designed products—including back applicators, luxurious body brushes, and specialized face brushes—make achieving a salon-quality tan at home easier and more enjoyable than ever.

Alyson Hogg, Founder & CEO of Vita Liberata, said, 

“I returned to Vita Liberata because now more than ever, we must offer viable, healthy, and beautiful alternatives to harmful sun exposure and dangerous tanning methods. Melanoma cases are surging worldwide, and it’s time for a brand to step up, not just by providing luxurious self-tanning products but by actively advocating for sun safety and raising awareness about skin cancer prevention.”

Hogg has re-immersed herself back into Vita Liberata with a mission-driven approach, advocating for stricter regulations and mandatory warnings on sunbeds in the UK, while continuing to innovate with sophisticated, safe, and highly effective self-tanning products. 

Now, she is looking to do the same in the U.S.

The brand’s products now include:

• The Lotion Tinted Lasting Tan
• Original Beauty Blur Luminous BB/CC Cream
• Original Body Blur Illuminizing Body Makeup:
• Everyday Blur Drops Body Makeup
• Gradual Lotion
• The HA+ Deep Moisturiser Face Tan
• Tanning Anti-Age Face Serum
• The Mousse Tinted Lasting Tan
• The One Day Wash-Off Bronzing Mousse
• Trystal